GIGIL Philippines emerged as the top winner in the recently concluded YouTube Works Awards, sweeping the Grand Prix honor for two consecutive years now.
YouTube’s panel of judges was unanimous in concluding that GIGIL’s Accenture “Gravity” bested all 12 entries vying for this year’s grand prix. The same campaign also was feted with the Force For Good award which honors campaigns that best demonstrate brand values and proven impact on social issues.
The victory fortifies the agency’s dominance after its huge success on RC Cola “Family” campaign last year during YouTube’s inaugural awards.
GIGIL’s entry this year aimed to raise awareness on the importance of listening to people going through mental health issues, especially during calamities or difficult situations. Mental health wellness has been a growing global concern over the last few years with hundreds of millions of people suffering from it. Experts project that a staggering one in four people will be affected at one point in their life. The rates are almost twice as high for young adults, compared to other age groups.
This inspired GIGIL to recreate and share the untold narratives of those going through mental health issues or those finding ways to cope with stress at home, at work or somewhere in between. The campaign is in partnership with Accenture, one of the country’s leading BPO companies which prides itself with a round-the-clock employee assistance program that is available to all the staff anytime they need intervention.
The Accenture “Gravity” video features the torment and travails of someone going through mental health issues. Using an immersive rotating screen experience, the video climaxes the character’s inner strife condensed in a dizzying spell. As the scene comes to a close, it also emphasizes the importance of having a workplace that provides a dynamic environment and support for its workers to thrive and get through life’s challenges.
GIGIL is recognized for creating stories that defy the mundane and old approach. Its entry last year, RC Cola “Family,” won both The David, which honors the campaign that created a Goliath-sized impact for a David-sized brand, and the Grand Prix, which awards the brand that demonstrated excellence throughout the entire process of creating the campaign. The video earned more than 20 million views on social media but more importantly a whopping 67 percent increase in RC Cola Mega sales.
